Akamai APAC Multi‑Channel Performance Advertising

Client Background

Akamai is a global leader in CDN (content delivery network) and cloud services — providing web acceleration, application security, and edge computing to enterprises worldwide.

Challenge

Aiming to establish brand presence in APAC, specifically China, Akamai faced the dual challenges of navigating fragmented search landscapes and aggressive localization by international rivals. The strategy focused on leveraging search marketing to maximize brand visibility and drive high‑quality, actionable sales leads.

Our Approach

From 2021 to 2023, we architected and deployed a dual‑engine SEM/SEO strategy (Baidu & Google) to maximize brand presence through paid and organic traffic. Expanding in 2024, we incorporated Bing and additional Chinese media platforms into our framework. We now manage this through a unified annual strategy, ensuring agile budget allocation and parallel execution that drives both brand equity and consistent sales lead acquisition.

Execution Highlights

• Baidu SEM strategy and daily management and optimization
• Google Ads strategy and granular region‑by‑region operations
• Integrated Media Strategy and Implementation
• Website SEO technical optimization and content strategy
• Performance monitoring and quarterly optimization reporting